Bangalore-based fashion eCommerce startup named Eat Shop Love has raised $3.5 million in seed funding round from a London based investor.

The company creates exclusive brands with its in-house designers. Earlier, it used to work on vendor-source models. The company has previously raised $1 million in seed funding in October 2014.

The freshly raised funds will be used for hiring a dedicated design team and also to set up manufacturing units. The company is also planning to expand its services to cities like Delhi and Mumbai.

Oindrila Sengupta, co-founder of ESL, said,

There is a real improvement in the design and quality of the experience that we offer, at the scale we want to go at, when we have everything inhouse.

Eat Shop Love was founded in 2014 with a focus on urban women who enjoy the autonomy of choosing their own lifestyle for fashion and travel. The company claims that it now delivers 175-200 orders a day with average cost being Rs. 900. The company is expecting to double the order volume by the end of this year.

The first in-house collection of the company is expected to be launched by July 2015. The company is also hoping to provide 24-hours delivery by then.

For the establishment of a strong brand, Oindrila Dasgupta’s husband Shayak Sen, who was the head of user experience at CommonFloor.com, has joined as a co-founder. Designer-entrepreneur Achyutha Sharma was also roped in as head of brand and marketing for the company.

Shayak Sen, co-founder of ESL, said,

Building a brand from scratch is not easy. Historically, all product managers in online companies were engineers who could take care of the technology. But we really want to have designers as product managers who can understand the fashion product and the apparel industry.

Other startups in this space includes LimeRoad, which recently raised $30 million in funding and Roposo, which has raised $5 million in Series A round of funding.